China: Meitu & Meipai videos

If you haven’t heard of the app Meitu xiuxiu 美图秀秀, it is the best application ever – you can instantly beautify yourself. Extend your legs, slim down your face, take away that double chin, enlarge your eyes and smoothen your complexion amongst other things. They have a massive database of users and Meipai is the video app of the same company and very successful in China… with over 500 million users worldwide. No surprise it still beats Instagram’s latest stats of 400 million in April 2016.


Here’s an example of me lengthening my own legs. The trick is you have to make sure there are no lines of symmetry in the background of your photo because it will get distorted and people can see that the photo has been manipulated.

Very subtle different but you can see on the left the image that has my legs lengthened is quite natural, the exact same image – but if you look at the floor and wall part, it doesn’t meet. (refer to top image)

Meipai is in many ways the answer to instagram’s videos.

Screen Shot 2016-07-14 at 7.54.03 PM

Screen Shot 2016-07-14 at 7.54.18 PM

My favourite part of meipai is it has a category for “hot guys”, although admittedly beauty is very subjective and it is a mix bag of selection!

Screen Shot 2016-07-14 at 7.54.36 PMScreen Shot 2016-07-14 at 7.54.30 PM


Meipai and Instagram reaches different audiences as Instagram is blocked in China and given that the online netizen base in China is one of the world’s largest, the number of users are much larger.

Basically both apps serve the same function: Everyone is a short clip director.

The best kind of content have universal appeal – as many have seen the video of pets dining  together. These tend to work across language and cultural barriers. And most recently the child with a fantastic appetite.

If you were an early adopted several years ago, you probably have already built healthy brand equity. If not, I don’t think it’s too late to start, as Meipai is going to be here for a while with better functions to the app which will serve brands better.

Juliana Loh

Juliana is a freelance marketing communications strategist with more than a decade of experience in the field of advertising, journalism and luxury hospitality, with a focus on China and the Asia Pacific region.

No Comments

Sorry, the comment form is closed at this time.


      Your Name (required)

      Your Email (required)


      Your Message

      Contact Jloh